Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our User Agreement and Privacy Policy.

Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. If you continue browsing the site, you agree to the use of cookies on this website. See our Privacy Policy and User Agreement for details.

The Essentials of Brand Building

A brand is what people think and feel about a product or service. As a strategic instrument brands focus information and create meaning beyond facts. Beyond that, brands as business tool are a vision that guides all actions that are ultimately influencing how a company relates to public. This white paper shows what is needed to create a brand that suits all audience needs, wether internal or external.

The Essentials of Brand Building

1.
The Essentials of Brand Building
White Paper by Rlevance Consulting

2.
2
A brand is a what people think and feel about
a product, service, or organization.
Marty Neumeier

3.
3
⇾ You can not not have a brand –
as soon as you appear people form an impression
⇾ You can shape your brand only indirectly
as it belongs to people
⇾ Some mental models are more suitable
for your purposes than others
A mental model of your product or company
in the mind of your audience

4.
Brands have three fundamental tasks
4
Brand as relevant meaning
The meaning associated
with your offer that is
relevant and desirable for
your existing and future
customers
Brand as purpose
The aspiration of your
venture that motivates and
aligns all employees
Brand as strategy
A framework that helps you
align all activities that
ultimately shape how your
offer is perceived

17.
17
For all male Teenagers who want to be more attractive for
the girls…
…we offer a magic formula with a special attraction
effect…
…because we believe that attraction can be applied by a
spray.
Helping male teenagers getting laid
Target group & need
Brand competence
Brand belief
Brand idea

19.
19
For all people who lead an active life which calls for high
performance…
…we offer a caffeinated drink with Taurin (bull’s hormone)…
…because we beliefe that a life full of adrenaline and daring is
more enjoyable.
Fueling a life full of daring
Target group & need
Brand competence
Brand belief
Brand idea

35.
Describing the brand idea through a model
35
Superpowers
Where we are exceptionally
good in regards to product,
process, service, team etc.
Core Beliefs
Our principles, what we
value, what we believe in
Personality
The way we do things
around here, our character
and personality
Brand Idea
Our contribution to the world, the value we provide

37.
A brand is more than just about being known
37
unbranded
product
generic
solution
branded product
solution with
a name
empty brand
known
solution
real brand
preferred
solution with a
relevant meaning